Rug makers turned on charm with intros, marketing tactics

HIGH POINT — Rug manufacturers amped up their selection with new product introductions and marketing tactics this spring, navigating supply chain issues with creative solutions.

For Feizy Rugs, this means not launching new product until it’s in stock or on the water. Event with that caveat, Feizy launched eight new collections and more than 65 designs at the recent High Point Market.

The new Serrano collection features asymmetrical designs in an array of grays, blues, oranges, reds and whites resting atop a sandy hue. Another new collection is the Edgemont collection, which incorporates abstract motifs and bold geometric patterns in cool tones of blue and cream with multi-color accents.

Revolution by Feizy is a new designer-driven program of hand-knotted, wool and silk rugs featuring intricate designs. There are currently eight collections in the program, including the Conley with its hues of grays and blues that serve as a base for reds and tangerines.

Surya took a big leap this market with the launch of its new furniture category in addition to several new rugs and accessories collections. The showroom was completely redesigned and transformed for the market, with 140 beams and 5,000 feet of wire installed, all designed to bring more rugs out of their racks and better showcase what the brand has to offer.

A new lighting and mirror gallery were added, as well as a more spacious seating area for marketgoers that featured video footage of the manufacturer’s rug-making process.

“Surya has a mission to be a one-stop shop,” said Arda Bulak, director of marketing. “It is an ambitious mission, especially from a marketing standpoint, but everything we have done has really brought us one step closer to that. Surya wants to be known for more than just rugs, yet at the same time we are the best at rugs. We can offer it all and not compromise.”

A few of the new rug collections spotlighted in Surya’s showroom included: Hamadan, a hand-knotted collection made in India of 70% wool and 30% viscose; Naila, machine woven and 100% polyester made in Turkey; and Sarasota, an outdoor-safe collection that features a medium pile and is made of 100% polypropylene.

Oriental Weavers debuted new collections such as the Montecito and Lilihan. Montecito is crafted with shrink yarn and is power loomed of 100% polyester. Lilihan incorporates Persian colors with a boho flair in a power loomed wool/nylon construction.

Wendy Reiss, vice president of national accounts at Kas Rugs, said that while market went well and was the best they had seen since the pandemic, the company really anticipates that the summer Las Vegas Market will be big for its buyers. New at the recent High Point Market was the machine-woven Woodland collection featuring gold and terracotta mixed with grays, naturals and other warmer tones. It also featured new additions to its Roxy collection of faux rabbit fur and to Luna, a glam collection with metallic highlights.

Kalaty showcased its new cowhide rugs made of genuine leather as well as its new Solano collection. The Solano collection features a high-low textural mix that is hand-knotted with wool and Silkette yarns. The company reported that Sunday of market was by far its busiest day, estimating that foot traffic was up to about 70% of what it saw pre-pandemic.

Loloi found its one-of-a-kind selection to be a big hit among the spring market attendees as well as its new Rifle Paper Co. X Loloi collaboration. The collaboration features eight collections of vibrant colors and bold designs that are power-loomed of 100% Polyester face, hook of 100% wool pile or power-loomed of 100% Polyester pile.

“The rug industry in itself has been on a steady growth for years, and it seems that it’ll continue that way,” said Austin Craley, vice president of sales. “October Market is going to be crazy. This market, some people still weren’t ready, but they will be by October, and it’s going to be the best show in a long time.”